Transcript Marketing

Chapter 1
Take out pen
Marketing Basics
Check seating chart– no need to log
on to computers today
Marketing
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How many of you think ads effect your
decisions of what to buy?
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Give me some examples
What is Marketing?
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Marketing– the creation and maintenance of
satisfying exchange relationships.
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Creation—product development
Maintenance—must continue as long as the
business operates
Satisfaction—meet the needs of the business and
customers
Exchange relationship—when people both give and
receive something of value
Marketing Mix (put on graphic
organizer
1.
Product is what a business offers customers
to satisfy needs
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2.
Examples—athletic shoes or a service like video
rentals
Distribution—involves the locations and
methods used to make products available to
customers
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Examples—retail stores, internet, shipped by UPS
Marketing Mix
3.
4.
Price—the amount that customers pay for
products
Promotion—describes ways to encourage
customers to purchase products and increase
customer satisfaction
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Advertising, publicity, personal selling, & public
relations
Key Marketing Functions—(Put on
back of your graphic organizer)
1.
Product/Service Management—designing,
developing, maintaining, improving, and
acquiring products or services so they meet
customer needs.
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2.
Examples—Fisher Prices testing new toy ideas
with children and parents.
Distribution—The best way to get a
company’s products or services to customers.
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Sony sells through Best Buy or Sears, etc.
Marketing FUNCTIONS
3.
Selling—direct and personal communications with
customers to assess and satisfy their needs.
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4.
Also involves thinking of future needs
Example—musician traveling and visiting radio stations to
sell songs
Marketing-Information Management—gathering and
using info. About customers to improve business
decision making.
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Domino’s made small pizza for Japan and had toppings like
corn and tuna.
Marketing FUNCTIONS
5.
Financing—not only budget for its own
marketing activities, but also to provide
customers with assistance in paying for the
company’s products or services
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6.
GMAC financing
Pricing—establishing and communicating the
value or cost of goods and services to
customers.
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Supply & Demand at sporting events
Marketing FUNCTIONS
7.
Promotion—advertising and other forms of
communicating info about products, services,
images, and ideas to achieve a desired
outcome.
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Coupons on backs of tickets
Everything you learn about marketing will
involve at least one of these functions.
Group Activity
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With your “sports merchandise”—
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Tell how the 7 key marketing functions went into this
sale (or the purchase)
Ideas for some of you on price—what could you
have sold it for “then”, and what could you sell it for
“now”.
Example -- Program
1.
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6.
7.
Product/Service Mgmt – Updating with current
information – relevant things fans are interests
Distribution – at games (collector’s ones sold on line);
Near gates/doors
Selling – Booths, vendors going around stands
Marketing-Information Mgmt – focus groups to see
what interests fans
Financing -- not applicable to this product
Pricing -- $5 - $15 depending on the event
Promotion – push sales on the ‘big screen’.
Today
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Review:
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What are the 4 parts of the Marketing Mix?
Activity
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On paper or computer
Create a Flyer about your product
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Individually
Must include aspects of all parts of the
Marketing Mix
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Product
Price
Distribution
Promotion
I’ll show an example
Do you recognize the following
promotional messages?
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“Can you hear me now?” Verizon Wireless
“Buy it. Sell it. Love it.” eBay
“Live in your world, play in ours.” Sony Playstation
“Just do it.” Nike
“I’m lovin’ it.” McDonald’s
“The happiest place on earth.” Disneyland
Example-Puck Hat
Key Marketing Functions
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Product/Service
Management
Distribution
Selling
Marketing-Information
Management
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Financing
Pricing
Promotion
Welcome back! Hope you had a
great weekend 
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You’ll need a notebook (or paper) today
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Sports Marketing
Target Markets
Gross Impressions
Time, if needed, to finish flyers and turn in to
DocuShare
What is SPORTS
MARKETING?
 Sports
Marketing—using sports
to market products.
– Wide
array of products (food,
apparel, equipment, automobiles)
DETERMINE THE TARGET
MARKET
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TARGET MARKET—A specific group of people you
want to reach
Demographics—information about customers
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Age range, marital status, gender, educational level, attitudes,
beliefs, income
Disposable Income--$$ that can be spent freely
Other reasons people buy items—past experience,
referral by a friend, identification with an attitude
Male Shows/Products Advertised
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Razors
Alcohol
ESPN Phone
Cars
Video Games
Sports Equip.
Sports Drinks
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Shoes
Muscle Enhancements
Axe Body Spray
Spending Habit of Fans
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Why is it important to know this?
Maximize profits
Example—Price people will spend on a ticket depends
on:
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Interest of the target market
National importance of the event
Popularity of the participating athletes
Rivalry associated with the contest
Example—fans are willing to pay for team (or celebrity)
identified clothing or expenses (as well as food and
travel to & from a game)
Turning in to Docushare
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Couple slides of notes (3-4?)
Video (gross impressions)
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Logo Project
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MARKETING STRATEGIES
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Sports Logos—Why do people wear them?
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Show fan loyalty
Value of merchandise is increased in the eyes of the
buyer
Some feel more successful themselves if they wear
an endorsed product
Marketing Strategy:
GROSS IMPRESSION
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--The number of times per advertisement,
game, or show that a product or service is
associated with an athlete, team, or
entertainer.
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Backs of shoes
Scene in a movie
License-plate holder on a car
Media mentioning a player, team or product
(example Heisman Trophy)
YOUR BRAIN RECORDS THAT IMAGE
http://www.nfl.com/videos/nfl-game-highlights/09000d5d815f3f2b/NFL-GameDay-Vikings-vs-Saints-highlights
Gross Impressions
Fox logo
NFC Championship Logo
Vikings – verbal
Saints – verbal
Locations?
TIMING
 Popularity
is based almost
completely on continued winning.
 Fans want to be associated with
winning
ASSIGNMENT
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Design a new logo for a major sporting goods
manufacturer.
Explain what the logo represents and why it will
be successful.
It can NOT resemble current logos.